Bringing in the Brand Edge
The 90s were significant in more ways than one as the Luxor Group continued to thrive even in the face of fierce competition from large multinationals and leading international brands. In a bid to ensure incremental growth, the Group choose to re-invent itself and opted for a three-pronged strategy including modernisation, exports expansion and tie-ups with coveted international brands. In 1980, an exclusive international business division (Luxor International) was set up to promote and sell the Luxor Brand far beyond Indian boundaries while the Group decided to bring under its umbrella some of the most famous foreign makes to serve a vast and quality-conscious Indian consumer base.
Keeping in mind the resounding success of the Luxor-Pilot tie-up, the Group decided to follow the same strategic approach with Brand Parker in 1996. PaperMate (1999) and Waterman (2003) followed suit and the Luxor Group now acts as their preferred business partner in India, holding the manufacturing and marketing franchise.
Positioned as premium lifestyle accessories instead of everyday utility item, the Parker & Waterman from the House of Luxor remain the preferred choice of the upwardly mobile. Celebrity endorsements were also sought to promote these high-end writing jewels, and legendary movie star, Amitabh Bachchan, was signed up as the Parker brand ambassador. Never an organisation to rest on its laurels, the organisation has further conceptualised the
Louis Charron range in 2006 – an exclusive collection of designer pens coveted by the discerning. Luxor also plans to unleash a range of accessories, such as key chains and wallets, under the same brand.
Diversification Drive
Taking forward its unbeatable saga of excellence and total customer commitment, the Luxor Group today is diversifying into various fields. From Hospitality and Real Estate to Retail, the ventures are many and the new initiatives are working out well to propel the Group to greater heights.
In 2002, Luxor acquired the ITDC-promoted Qutub Hotel in the Capital city of Delhi and diversified into Real Estate development a year later. Luxor tied up with leading technology firms in 2005, in a bid to make foray into the fibre optic & broadband segment. Retail is another focus area and a chain of company-owned Luxor Signature outlets are being set up across the country for showcasing the entire range from the house of Luxor.
What Sets Us Apart
Over the years, the Luxor Group has been bestowed numerous Awards and Certifications for Quality, innovation and product design. The Group lays great emphasis on Research & Development to bring the best writing solutions to its vast customer base while leveraging cutting-edge technologies and best industry practices to enhance product quality and performance. Luxor’s unfailing commitment to Quality has been further endorsed by a series of ISO certifications which ensure flawless compliance with international standards. The company also takes greatest possible care to ensure the safety, health and welfare of its staff and the communities living around its facilities. Luxor’s fundamental purpose is to cherish the vision of growth in established and new domains, and foster sustainable & integrated growth. With an impressive past and a powerful present to guide it forward, the Luxor Group is all set to build upon its achievements in the years ahead.
